What’s New in the World of Social Video?

2016 has been dubbed the year of video marketing.

So far, we’ve seen everything from videos in paid search results to interactive video ads on Snapchat. Notably, the month of June has brought some serious developments in the world of social video. Twitter, Tumblr, and Facebook have all introduced new capabilities that continue to change the face of video marketing and engagement on social media.

So, what’s new?

Twitter now supports 140-second videos.

“Video Tweets on Twitter have increased by over 50% since the beginning of 2016,” explains Twitter’s Jeremy Rishel in Tuesday’s blog post announcing the update. In light of the popularity of videos on Twitter, it only makes sense that the previous 30-second time limit is extended. Not only that, but Twitter has also made it easier to explore videos on mobile with a fullscreen view complete with suggested videos.

Live streaming has come to Tumblr.

Tumblr has taken a different approach to live streaming than some of the other social giants. Instead of hosting videos on Tumblr itself, the site will allow users to share external content from sites like YouTube and Kanvas. They’re also working with publishers like Mashable and HuffPost to push live streams of their events — and it’s just a matter of time before other companies follow suit.

Facebook has started allowing video comments.

Earlier this month, Facebook introduced the ability to leave video comments on posts. Brands can take advantage of this new feature if they want to get personal. Consider running a contest that encourages your Facebook fans to leave a video comment. Alternately, leave (relevant, not spammy!) video comments on industry influencers’ posts to build a one-on-one relationship with them. The possibilities are endless!

What’s next for social video?

What’s next for live streaming and social video? Will we take cues from South Korean mukbang stars, who have made serious bank by recording themselves binge eating? Will Periscope become a primary medium for political engagement, with politicians live streaming events as members of the U.S. Congress did today during a contentious House sit-in? Will social media platforms like LinkedIn and Pinterest jump on the native video bandwagon?

With the introduction of 5G internet, videos will become easier to upload, stream, and download on the go. And if Twitter, Tumblr, and Facebook’s latest updates are any indication, social video capabilities will continue to expand — rapidly. I think we can expect to see more social media, messaging, and marketing platforms supporting live streaming and native videos in the next few months. But binge eating for the camera here in the States? The jury’s still out on that one.

Ready to put these updates to use in your marketing strategy? Learn how to drive more engagement on all your marketing channels during B2B Engagement Fest, a day of webinars that will help you build customer relationships at every stage of the buying cycle. See you there!

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